- 1. Important compliance notes
- 2. 10DLC campaign requirements
- 3. Best practices guidelines
Due to recent changes in the U.S. messaging market, all 10DLC campaign applications must be manually reviewed and approved by Vonage's 10DLC compliance team, as well as our partners, before you can start linking numbers and sending traffic.
These changes aim to eliminate unsolicited messaging traffic and ensure compliance to CTIA Guidelines.
These reviews have increased the processing time of a campaign registration, so we advise you to submit your campaign applications 3 to 4 weeks in advance to avoid disruption.
1. Important compliance notes
- All recurring or “text-to-join” campaign applications must include an opt-in message sent to all new subscribers. Campaigns that involve a single message sent to subscriber per event or request are exempted, such as two-factor authentication (2FA)
- All campaigns must support responses to Mobile Originated (MO) messages containing keywords ("STOP" and "HELP").
- Custom branded domain URL shorteners are permitted. Public URL shorteners are prohibited, such as bitly and tinyurl.
- Campaigns that are related to gambling, cannabis, crypto and SHAFT will be rejected.
2. 10DLC campaign requirements
2.1. Message flow (call to action)
Also known as "call to action", this field is highly scrutinized by the carriers during the review phase. The message flow must contain the following information about your campaign:
- The brand name (or "Doing Business As" (DBA) name)
- The campaign description
- Where is the consent collected?
online form, text-to-Join flow, live operators, point of sale, etc.
Provide more details about each consent options
URL of the online form or application, script read by the operator, locations etc.
- Where is the consent collected?
Message frequency disclosure
"Message frequency varies.", "One message per request."
"Message and data rates may apply"
Please note that all of these elements must be provided for every campaign registered. Our compliance team will review each application and might request you to update your campaign to comply with this requirement.
When applicable, provide a link to your campaign subscription form (see consent mechanism section, below).
Example 1 - online consent model:
Example 2 - text-to-join consent model:
2.2. Consent mechanism
Your consent (opt-in) disclosure must include the following information:
- Your brand name
- A statement asking the subscriber to agree to receiving messages
- The message frequency disclosure
- The pricing disclosure
Note: campaigns may offer several options for subscribers to join the program. Each of the opt-in flows must be described in the message flow (CTA) of your campaign.
Opt-In possible options:
Your campaign subscribers register through a website or an application. The registration form must display the disclosures and requires a checkbox. Checkbox on a registration form and disclosures must be visible.
Offering a text-to-Join subscription flow is optional. If you make an SMS opt-in option available, you must provide the opt-in keyword triggering the subscription to the campaign. The SMS enrollment must trigger an automated text message to the subscriber (see opt-in message section, below).
Enrolling new subscribers verbally (typically over the phone) requires you to provide a script of the conversation. This applies whether the interaction involves an employee (live representative) or an Interactive Voice Response (IVR) system.
Provide a detailed description of the form and the wording mentioned. Companies can opt-in on behalf of their employees if the company owns and paid for all the devices receiving the messages from the campaign. Machine-to-Machine (M2M) use cases may use this section to describe the application.
Point of sale (POS)
Provide a detailed text description of the possible interactions. This can apply to restaurants, auto service shops, or larger events such as a sales convention.
2.3. Opt-in, opt-out and help flows
You can determine which “keywords” you want to accept from your subscribers in order to trigger an automated action relative to the opt-in, opt-out and help flows.
To register multiple keywords, list all the keywords and separate them by commas (without adding spaces).
Opt-in mechanism (required for all recurring campaigns & SMS opt-in)
All 10DLC campaigns must ensure that a proper consent mechanism is in place and that subscribers have consented to receiving messages for the campaign.
If the campaign allows for the Text-to-Join opt-in (also known as SMS opt-in), you must provide the keyword(s) used to enroll new subscribers, as well as the first automated message the subscriber will receive to confirm the subscription.
Update: Carriers now require an opt-in message for all recurring campaigns. The opt-in keyword remains required only for campaigns allowing SMS opt-in.
This message must contain the following information:
The brand name
The brand name must appear exactly as described in your campaign message flow
A message frequency disclosure
“Msg freq varies”, “One msg per request”, “One recurring weekly message” etc.
The “Messages & data rates may apply” disclosure
“Msg&data rates may apply”
A description of the opt-out mechanism
“Text STOP to stop”
A description of the help mechanism
“Text HELP for help”
Note: if your opt-in confirmation message is longer than 320 characters, you must ensure that all the legal disclosures are sent in the first message segment.
Example of opt-in keywords:
“JOIN”, “START”, “BEGIN”, “SUBSCRIBE”
Example of opt-in message:
"Geri’s Limo: Welcome to our limousine service campaign. Msg freq varies. Msg & data rates may apply. Reply STOP to end, HELP for help. Please visit www.example.com to access your account."
Opt-out mechanism (required)
All 10DLC campaigns must offer a way for subscribers to opt-out of a campaign using the “STOP” keyword. You can define additional keywords if you so desire.
The opt-out message automatically sent to the subscriber must contain:
- Your brand name
- A confirmation of the removal of the subscriber from the campaign
- A confirmation that the subscriber “will no longer receive any further messages”
You must ensure that all subscribers having opted-out must be removed from the campaign.
Example of opt-out keywords:
Optional: “CANCEL”, “QUIT”, “END”, “UNSUBSCRIBE”
Example of opt-out message:
"Geri’s Limo: You have successfully unsubscribed & will no longer receive any additional messages.” [optional: “Text HELP for assistance or JOIN to rejoin."]
Help mechanism (required)
All 10DLC campaigns must offer a way for subscribers to request help for a campaign using the help mechanism. The “HELP” keyword is the default value and is required. You can add more keywords if you so choose.
The automated message sent to customers must contain the following:
- Your brand name
- A phone number, email address or link to a customer care or support page
Example of help keywords:
Optional: “SUPPORT”, “ASSISTANCE”, “SOS”, “INFO”
Example of help message:
2.4. Sample Messages (MT, outbound messages)
All traffic originating from numbers linked to 10DLC campaigns must follow certain rules and comply with the CTIA guidelines.
Brand all the messages sent to mobile devices
It is recommended that all messaging traffic should include a message header containing your brand name for clear identification of the sender.
To know how many sample messages to provide, via the API, please check the "MNO_Metadata" object and look at the highest "min_msg_samples" amongst each of the carriers.
Alternatively, a general rule of thumb is to provide at least one sample for each of the use-cases selected. Note that there can be some exceptions (for example, marketing campaigns require two (2) sample messages)
“Geri’s Limo: Your next limousine has been booked and is on its way. Reply STOP to stop receiving notifications.”
There are some exemptions possible (e.g. conversational messages such as customer care or proxy use cases). In this scenario, the message header would only be included in the first message, at the beginning of a session.
To remain compliant, please add “Reply STOP to cancel” at the end of a message at least once a month.
When sending traffic, if your message character count allows, add the opt-out mention at the end of your message: “Reply STOP to cancel”
Campaign sample messages
When registering your campaign you must provide examples of the messages that will be sent on the campaign. Templated messages are not advised as they can be rejected by the carriers:
Instead of: "Dear [customer name], your order [order number] has been received."
Write: "Dear Alex, your order 12345 has been received."
Note: All our 10DLC campaigns are enabled to send MMS messages. However, we do not currently offer the option to attach media files to sample messages. Be assured that this does not impact your campaign in any way.
If using 10DLC campaigns, you must have SMS terms published on your website(s).
SMS terms requirements
10DLC campaigns must have SMS terms which contain the following information:
Your company / brand names (including DBA names)
All the brand names known to your customers must be listed in the SMS Terms
“Geri's Limo", also known as "Geri Limousine Services, LLC"
Provide the details of each of your active 10DLC campaigns
Message frequency expectation
How often should the subscribers expect to receive messages?
"Message frequency varies", "One message per request" etc.
Mandatory: “Message and data rates may apply" must be visible on the page
Description of the stop and help mechanisms
"Reply STOP to cancel"
"Text HELP to for help”
- Stop flow
Mandatory: "Carriers are not liable for delayed or undelivered messages" must be visible on the page
Example of compliant SMS terms:
"Geri’s Limo, also known as Geri Limousine Services, LLC, offers the option to our customers to engage in conversations with drivers to provide fast solutions. Message frequency varies. Message and data rates may apply. Reply HELP for help. Reply STOP to cancel. Carriers are not liable for delays or undelivered messages."
- Opt-In consent data
- Mobile numbers
- Personnel information data
3. Best practices guidelines
We recommend you adhere to the following principles when sending messages over 10DLC numbers in the US:
Disallowed sending practices
10DLC brands, campaigns and numbers may be suspended, terminated or deprovisioned if a message sender is found performing any of the disallowed sending practices. Those include:
- Continuing to send messages to opted-out subscribers
- Avoiding the opt-out mechanism
- Sending content from multiple providers (brands) from the same number(s)
Disallowed content policy
All your 10DLC traffic must adhere to the CTIA guidelines. Specific content is prohibited from being routed over the 10DLC messaging network and content filtering includes, but is not limited to, gambling, vaping, illegal drugs, profanity and SHAFT (sex, hate, alcohol, firearms, tobacco)
Restricted campaign types
Specific content categories have been identified as potentially harmful or deceitful to consumers and will not be supported on the 10DLC network. These categories are subject to change. Sending traffic in other categories (not listed in your 10DLC campaign) may be filtered without notice. You are expected to enforce restrictions on your systems to prevent messages containing disallowed content; we reserve the right to block or place restrictions on the numbers should violations occur. Those are the disallowed content categories:
- High-Risk Financial Services
Short Term- High Interest Loans
- Get Rich Quick Schemes
Deceptive Work from Home Programs
Risk Investment Opportunities
- Job Postings
Exceptions permitted if the message sender is the
one doing the hiring
Sweepstakes are permitted, they are reviewed by
Sinch and MNO’s on a CBC basis. Must have Official
Rules and both compatible & compliant Terms.
- Debt Forgiveness
Credit Repair Programs
- Controlled Substances
Cannabis and CBD
All Schedule 1 & 2 drugs
Tobacco and Vape
- Profanity or Hate Speech
- Gambling (only non-promotional is permitted)
- Fraud or Scam
- Deceptive Marketing
- Lead Generation (All Affiliate Marketing must be carrier approved)
- High-Risk Financial Services
Note, Vonage reserves the right to terminate any non-compliant brand or campaign without notice.